Abstract

ABSTRACT

Two Faces of Facebook: The Influence of Other- versus Self-Benefit Appeals and Self-Determined Motivation on the Prosocial Behavioral Intentions of Generation Y (GENYS)

Maya Khaddam


This research is the first to focus on Generation Y (GENYS) and their motivation to engage in prosocial behavior in the context of an event for the cause of breast cancer, and in the social media (SM) environment of Facebook. Federal and Provincial Governments are reducing their financial contributions to social research and cultural causes. As a result, prosocial behavior is becoming a relationship/strategic marketing issue. Many associations and organizations are struggling to find new constituencies to support social causes and to engage in relevant prosocial behaviors, such as monetary contributions and volunteer efforts. GENYS represent the second largest population after baby boomers. They are an important constituency for marketers of social causes.
Experimental and correlational approaches were used to study the dispositional and contextual factors determining online, cause and event related prosocial behavior intentions. In the experimental approach, we attempted to shed light on the contradiction of whether GENYS are mainly self- or other-oriented toward a social cause. We presented them with either a self-benefit or other-benefit Facebook page appeal for a fund raising event for the cause of breast cancer. The results indicated that an other-benefit Facebook page appeal was more effective in encouraging prosocial behavior intentions. In the correlational approach, we used the Self-Determination Theory (SDT) to investigate GENYS motivation (controlled vs. autonomous) for prosocial behavior in the SM environment. The results showed that autonomous motivation is more likely to encourage prosocial behavior intentions among GENYS. Moreover, other dispositional characteristics (e.g. personality, gender) and contextual variables (e.g. proximity to the cause of breast cancer, importance of social media for social causes) were investigated. Results indicated that proximity to the cause and the perceived importance of social media for the support of a social cause were two elements that need to be taken into consideration when determining predictors of prosocial behavior intentions. No significant effects on prosocial behavior intentions were found for personality traits or for gender. Theoretical and managerial implications of the findings are discussed, and limitations and suggestions for future research are presented.

Keywords: relationship marketing, social marketing, motivation, Self-Determination Theory, social media, Generation Y.